COULD IMPRESSION TOKENS SOLVE AD FRAUD?: Here’s an interesting idea. What if the digital ad industry develops an impression ID system in which a unique number (aka tokens) are encoded on a pixel as the ad is delivered programmatically, and then publishers provide that list of tokens to clients/agencies who would then pay for only the impressions with matched numbers? This process sounds kind of daunting (think about the billions of impressions a single publisher serves every day), but it could actually be pretty easy to automate. The two advantages of a system like this would be a drop in ad fraud since you can’t get much more transparent than a 1-1 match of impressions delivered and paid for, and the elimination of 3rd party tagging vendor middle men to determine whether the impression was delivered. An idea like this would require universal adoption by the major agency holding companies and digital publishers to get it off the ground. But it’s an important enough concept that just might be worth exploring.
(AUDIENCE x DATA)/QUALITY = DIGITAL MEDIA SALES THESE DAYS: The meaning of this equation should be well known to anyone in digital media sales. We’ve evolved beyond simply selling audience scale within XYZ content, and now must overlay data to efficiently deliver custom audiences segs and prove attribution. But data in and of itself isn’t enough . . . it must be quality data. So what’s quality data? In the following AdWeek article the guest author puts forth seven litmus tests to help marketers filter the quality of data they’re utilizing. The filters are useful but a little all over the board, so I’ll let you read for yourselves. And then think about how the data you’re selling/buying stacks up to these tests.
YOUR INNER IKIGAI: Finally today, I’d like to leave you with a little inspiration. Have you ever heard the Japanese concept of Ikigai? It’s basically one’s purpose in life, as defined by what a person does with their time. Purpose, according to the Ikigai philosophy, can be broken into four quadrants – what you love, what you’re good at, what you can get paid to do, and what the world needs. The graphic below shows how these quadrants intersect with one another. The goal is to strive for that perfect balance in the middle of the circles where all four quadrants overlap. That must be a pretty magical place, because you’re getting paid to do something you love and you’re good at, while also helping the world. The likes of Elon Musk, Michael Bloomberg, and Steve Jobs (RIP) must have resided here at some point in their lives. However the purpose of Ikigai isn’t to get rich and conquer the world – it can also be about more common but noble professions like teaching, farming, medicine or even media sales. It can be any job which derives fulfillment through a combination of satisfying and meaningful work. The following blog post does a better job of explaining Ikigai than I ever could. So take a read and then try to determine where you reside today, and how to get closer to your own Ikigai.
Have a great Tuesday guys!
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